What are the best ways to label and market health claims on food products?

1 Know the types of health claims

There are different types of health claims that you can use on your food products, depending on the level of evidence and the nature of the claim. According to the Food and Drug Administration (FDA), there are four main types of health claims: authorized health claims, qualified health claims, structure/function claims, and nutrient content claims. Each type has different requirements and limitations that you need to follow when labeling and marketing your products. For example, authorized health claims are based on significant scientific agreement and must be approved by the FDA, while qualified health claims are based on emerging evidence and must be accompanied by a disclaimer. Structure/function claims describe how a nutrient or ingredient affects the normal structure or function of the body, but they do not require FDA approval. Nutrient content claims describe the level or amount of a nutrient or ingredient in a food product, such as "low-fat" or "high-fiber".

2 Use clear and simple language

When labeling and marketing health claims on your food products, you want to use clear and simple language that your customers can understand and relate to. Avoid using jargon, technical terms, or vague expressions that may confuse or mislead your customers. For example, instead of saying "contains omega-3 fatty acids", you can say "contains heart-healthy fats". Instead of saying "supports immune system function", you can say "helps fight off colds and infections". Instead of saying "reduces the risk of osteoporosis", you can say "helps keep your bones strong". Use words and phrases that convey the benefits and value of your products in a concrete and specific way.

3 Highlight the most relevant and credible claims

You may have multiple health claims that you can use on your food products, but you don't want to overload your labels and marketing materials with too many claims. This may dilute the impact and credibility of your messages and make your customers skeptical or indifferent. Instead, you want to highlight the most relevant and credible claims that match your target audience's needs and preferences. For example, if you are selling a breakfast cereal, you may want to focus on claims that relate to energy, digestion, or weight management, rather than claims that relate to skin health or memory. You also want to choose claims that are backed by strong and consistent evidence and that are endorsed by reputable sources, such as the FDA, the American Heart Association, or the Academy of Nutrition and Dietetics.

4 Be honest and transparent

One of the most important ways to label and market health claims on your food products is to be honest and transparent with your customers. You don't want to make false, exaggerated, or unsubstantiated claims that may damage your reputation and expose you to legal or regulatory actions. You also don't want to hide or omit any information that may affect your customers' health or purchasing decisions, such as allergens, additives, or calories. You want to provide accurate and complete information that reflects the quality and safety of your products and that builds trust and loyalty with your customers. You can also use third-party certifications, seals, or logos that verify your claims and standards, such as organic, non-GMO, gluten-free, or kosher.

5 Test and measure your results

Finally, you want to test and measure the results of your labeling and marketing strategies for health claims on your food products. You want to know how your customers respond to your claims, how they perceive your products, and how they influence their behavior and satisfaction. You can use various methods and tools to test and measure your results, such as surveys, focus groups, online reviews, sales data, or web analytics. You can also use A/B testing, which is a technique that compares two versions of a label or a marketing message to see which one performs better. By testing and measuring your results, you can optimize your labeling and marketing strategies and improve your competitive edge and customer loyalty.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?